But that doesn't mean a bar or brand of cigarettes will be gracing the uniforms of the youth soccer team, said John M. Whalen Jr., the recreation director for the Parks and Recreation Department.

"As long as an organization seems to be within our (the Recreation Commission's) mission, we'll consider sponsorships," said Whalen, who has overseen the department for 28 years.

"A bar's target market is not youth, but ours is, so that right there would disqualify them," he said.

The new sponsorship program opens up a private source of revenue to the town's sports teams, allowing businesses to sponsor programs, materials or services that would otherwise be fiscally unattainable.

Appropriate public recognition for donations would be determined by the Recreation Commission.

Whalen said the list of possible sponsorship items is not limited to logo-bearing uniforms.

"Well, the idea of putting lights in Leahy Field has been kicking around for awhile," he said."We brought that up at a town meeting, but it was shot down."

Other possible targets for the sponsorship program are field improvements and new equipment.

Before an item can be accepted or purchased using donated funds, the Recreation Commission will have to approve it.After that, the proposal will go before the Board of Selectmen for its approval.

...

Whalen said this two-part process makes it easier for the Recreation Department to keep track of its budget and programs.Without that control, he said, his department could end up spending additional funds to support the use of donated items.

"Take a computer," he said."If someone wants to give us one, that's fine, but then you've got to have a printer, and of course there's maintenance.Things add up."

Whalen said East Longmeadow is one of the few municipalities that underwrites all of its teams.Many towns allow an outside organization to coordinate the recruitment, registration, uniforms and equipment for their sports teams.This often results in that organization's name appearing on the sports uniforms.

The new guidelines open the door for local businesses to pick up the slack, he said.At least one business owner has begun mulling the possibilities.

"That's my Blue Monster," said Binghamton Parks and Recreation Department director John "Mokey" Whalen, a reference to the left field wall at Boston's Fenway Park."I decided to get a little cute and put up a big fence."

Whalen said the changes are being made in part because of the World Youth Classic, but also because of the commitment it made to the New York State Public High School Athletic Association to upgrade facilities for the state high school baseball championships, which will take place in Broome County until at least 2006.

According to Whalen, the cost of the upgrade is approximately $120,000, with the lights paid for by a community development block grant fund and the fencing by money donated by the American Legion.Though the work is not done yet, it is expected to be completed within a month.

"We would like to see it move a little quicker at times, but the weather hasn't been the greatest," Whalen said.